Maker's Mark reverses decision to lower alcohol content

Maker's Mark announced Sunday it has reversed a decision to reduce the alcohol content of its bourbon in an attempt to meet a growing global demand for the spirit.

Last week's announcement of the decision to reduce alcohol content to 42% ABV (84 proof) down from 45% ABV (90 proof) sparked an uproar as many customers accused the company of reducing the quality and value of its iconic product purely in an attempt to maximize profits.

"Effective immediately, we are reversing our decision to lower the ABV (alcohol by volume) of Maker's Mark, and resuming production at 45 percent alcohol by volume," the company said on its website. The company also changed the background image on their Twitter account to a photograph of the current alcohol content label on the Maker's Mark bottle with a caption reading "You spoke. We Listened. Here's proof."

Maker's Mark had decided to lower the alcohol content due to supply constraints amid strong demand, but it said an "overwhelming response" had led it to reverse that decision.

Bourbon and Tennessee whiskey volume rose 5 percent in 2012, fueled by new products, including flavored bourbons. Recent popularity of bourbon has spurred interest in other American whiskeys, with rye volume up 50 percent, though sales are still quite small. Bourbon is produced almost exclusively in Kentucky and other parts of the American South.

Maker's Mark is made by Beam Inc, which also owns the Jim Beam and Knob Creek brands.